Strategic Design in Action: A Website Redesign for a Fitness Coach

Hey friend—Adriana here, your favorite mama bear designer who believes that thoughtful branding and smart design can completely change the way your business is perceived.

I recently wrapped up a website redesign for Vera Ross, a San Diego-based fitness coach who works with women through in-home and digital coaching. Vera is one of those powerhouse women who knows her stuff inside and out—she’s highly certified, wildly experienced, and passionate about helping her clients feel confident in their bodies.

But her website? It wasn’t doing her justice.

It Was Time for a Strategic Redesign

When Vera came to me, her old website was cluttered, unclear, and just… not reflective of the professionalism and authority she brings to the table. She needed a digital space that matched the strength and simplicity of her coaching philosophy.

That’s where strategic design comes in.

I don’t just slap a template together and call it a day. I look at the why behind every button, every layout choice, every piece of copy. Because a great website isn’t just about looking good—it’s about communicating the right message, to the right people, in the right way.

The Vision: Clean. Editorial. Professional.

Vera and I decided to go with a bold black-and-white color palette and a minimalist layout that’s inspired by classic editorial design—think clean lines, newspaper structure, and zero distractions.

This wasn’t just for aesthetics. The lack of color wasn’t a limitation—it was a strategy.

By keeping the design stripped back, we allowed Vera’s social proof, certifications, and client results to shine. Because let’s be real: in the health and wellness world, trust is everything.

Strategic Elements We Focused On:

🧠 1. Simplified Navigation

We cleaned up the site structure so that visitors can easily find what they need—no overwhelm, no confusion. Clear paths = more conversions.

💬 2. Intentional Social Proof Placement

Instead of tucking testimonials away on a separate page, we wove them throughout the site. This builds trust organically as potential clients scroll.

🏅 3. Authority-Driven Content Layout

Vera’s credentials and experience are front and center—because that’s what her audience cares about. It’s not just about being friendly (though she totally is)—it’s about being the real deal.

📰 4. An Editorial Feel for Instant Credibility

That classic, newspaper-inspired layout instantly positions Vera as someone professional and trustworthy. It’s modern, but timeless. Bold, but not loud.

Why Strategic Design Matters

Anyone can build a website. But if that site isn’t rooted in strategy—in a deep understanding of your goals, your audience, and your brand values—it won’t convert. It won’t build trust. And it definitely won’t grow with your business.

What we created for Vera wasn’t just a prettier site—it was a platform designed to support her goals and elevate her voice. That’s what I do best.

Ready to Build Something That Works Hard for You?

You can peek at more of my recent projects here, or come hang with me on Instagram to see what I’m working on (usually in between nursing sessions and toddler negotiations 😂).

If your current website feels more DIY than strategic, let’s fix that. You deserve a site that’s as powerful and professional as the business you’re building.

Mama bear hugs,
Adriana 🐻✨